Fancy a Bit More Traffic? Market Research Reports are an often overlooked gem for SEO
We all want our websites to be the bee’s knees, showing up high in AI overviews and search results. Well, one often-overlooked gem for achieving this is incorporating market research reports. Now, you might be thinking, “Reports? Sounds a bit dry, doesn’t it?” But bear with me, they’re packed with specific, factual information that Google absolutely loves, and they can seriously improve your SEO efforts.
I have a professional qualitative and quantitative background in market research for major consumer brands and we use research extensively in our videos and websites to understand consumer intent. using these skills, I prompt AI to produce industry specific reports relevant to your business and those of your clients.
Why are these reports so brilliant for SEO? Let’s have a look:
- Keywords Galore: Market research reports are brimming with industry-specific keywords and phrases that your target audience is actually using. By strategically incorporating these terms into your website content, you’re making it much easier for Google to understand what you’re all about and show it to the right people. Think of it as speaking Google’s language!
- Authority and Trust: Publishing well-researched data instantly boosts your website’s authority in your niche. When you back up your claims with solid facts and figures from reputable reports, Google sees you as a trustworthy source of information. This can lead to higher rankings and more credibility with your visitors.
- Fresh and Valuable Content: Google rewards websites that consistently provide fresh and valuable content. Market research reports offer a wealth of data and insights that you can use to create compelling blog posts, articles, infographics, and yes, even video scripts! This keeps your website dynamic and gives people a reason to keep coming back for more.
- Answering Key Questions: Good market research delves into the pain points, trends, and questions that your target audience has. By addressing these directly on your website, you’re providing real value and positioning yourself as the go-to resource in your industry. This can significantly improve your engagement metrics, which Google also takes into account.
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Combine Rich Snippets and Video Scripts – A Clever Pairing!
Now, this is where for us, it gets even cleverer. If you’ve got a fantastic market research report, or we’ve produced one for you, it will be full of insightful data. Wouldn’t it be brilliant if snippets of that information appeared directly in Google’s search results, and AI overviews, making your listing really stand out. That’s where rich snippets come in.
Rich snippets are those extra bits of information you sometimes see below a website’s main listing in search results – things like star ratings, product prices, event dates, and yes, even data highlights. By using structured data markup on your website, you can tell Google which parts of your content are specific types of information, making them eligible for rich snippets.
But if you take those nuggets of information and include in a video, and the content of the video is then submitted to the search engines correctly, the chances of you appearing in AI overviews and search generally are greatly improved, also if you add the video to YouTube and other social media, again the likelihood increases, you also improve your chances of being put forward as an authoritative result on voice search.
Here’s where the magic happens with your market research report and video scripts:
- Identify Key Data Points: Go through your market research report and pinpoint the most compelling and attention-grabbing statistics or findings. These are the bits that would make people sit up and take notice in a search result.
- Implement Structured Data: On the relevant pages of your website where you discuss these data points, use schema markup (a type of structured data) to clearly identify them. For example, if you’re quoting a key statistic about market growth, you can use the Quantitative Value schema.
- Craft Your Video Script Around the Data: Now, take those same key data points and weave them into the script of your video. Imagine you’ve found that “80% of UK consumers prefer eco-friendly packaging.” This could be a powerful opening line for your video discussing sustainable product trends.
- Link it All Together: In the description of your video (on platforms like YouTube), include a link back to the specific page on your website where you’ve discussed that particular data point in more detail and implemented the rich snippet markup.
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How and Why This Works
- Enhanced Visibility: Rich snippets make your search result stand out, leading to a higher click-through rate. People are more likely to click on a listing that provides extra information upfront.
- Improved User Experience: By providing relevant information directly in the search results, you’re attracting users who are genuinely interested in your content.
- Stronger Content Synergy: Linking your rich snippets to your video scripts creates a cohesive and engaging user journey. Someone sees a compelling snippet, clicks through to your website for more details, and then might watch your video for a different perspective or further explanation.
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In a Nutshell…
Don’t underestimate the power of market research reports for your SEO. They’re a goldmine of keywords, data, and authority-building potential. And by cleverly linking key findings to your video scripts and implementing rich snippets, you can seriously level up your website’s visibility and attract a more engaged audience.
It is the rich snippets we already produce for clients that are appearing in AI overviews and as the recommended selections for voice search, proving it works.
